The influence of illuminance level on perception and willingness to buy during the tasting of sweetened natural yoghurt. (December 2017)

• Record Type: Journal Article
• Authors: Rebollar, Rubén; Lidón, Iván; Guzmán, Rafael; Gil, Ignacio; Martín, Javier
• Is Part Of: Food quality and preference. Volume 62(2017)
• Page Start: 270
• Page End: 274
• Publication Date: 2017-12
• Subjects: Food perception -- Illumination -- Illuminance level -- Gender differences; Food preferences -- Periodicals; Food -- Quality -- Periodicals; Food industry and trade -- Quality control -- Periodicals; Préférences alimentaires -- Périodiques; Aliments -- Qualité -- Périodiques; Aliments -- Industrie et commerce -- Qualité -- Contrôle -- Périodiques; Food industry and trade -- Quality control; Food preferences; Food -- Quality; Periodicals; 664
• DOI: 10.1016/j.foodqual.2017.05.007
• Languages: English
• ISSNs: 0950-3293

Abstract

Highlights: Sweetened natural yoghurt is perceived to be healthier under low illuminance conditions. Gender differences are discernible: illuminance influences men and women in different ways. Women are more sensitive than men to differences in illuminance level. Women perceive yoghurt to be sweeter in high illuminance conditions. Abstract: This paper analyses the influence of the illuminance level of a light source on how consumers evaluated certain attributes of sweetened natural yoghurt and on their willingness to buy during product tasting. It also seeks to identify whether or not gender differences played a role in these evaluations. To do this, we conducted an independent within-subjects experiment (N = 69) where illuminance level (low versus high) was studied. Participants had to assess one sensory attribute ('Sweet'), three non-sensory attributes ('Healthy', 'Natural' and 'Quality') and willingness to buy for sweetened natural yoghurt. The results show that illuminance level influences the evaluation of some attributes and that there are discernible gender differences. In general, the consumers perceived the yoghurt to be healthier under low illuminance conditions and women perceived the yoghurt to be sweeter under high illuminance. Although the effects identified were not numerous, these findings suggest that illuminance level can influence consumers' tasting experiences as well as their willingness to buy. The limitations of this research are discussed as well as their possible practical implications.